{"id":94126,"date":"2025-12-11T16:02:50","date_gmt":"2025-12-11T16:02:50","guid":{"rendered":"https:\/\/www.africa-press.net\/south-africa\/all-news\/end-of-an-era-for-iconic-brand-in-south-africa"},"modified":"2025-12-11T16:13:21","modified_gmt":"2025-12-11T16:13:21","slug":"end-of-an-era-for-iconic-brand-in-south-africa","status":"publish","type":"post","link":"https:\/\/www.africa-press.net\/south-africa\/all-news\/end-of-an-era-for-iconic-brand-in-south-africa","title":{"rendered":"End of an Era for Iconic Brand in South Africa"},"content":{"rendered":"

Africa-Press – South-Africa. <\/strong><\/span>Tiger Brands has undergone a major rebranding effort, as the company seeks to refresh its corporate identity.<\/p>\n

Tiger Brands has products in many households across South Africa, but suffered immensely following failed forays into Africa and a deadly listeriosis outbreak in 2018.<\/p>\n

CEO Tjaart Kruger, appointed in November 2023, has refocused the group, which is investing heavily in its plants and automation, while also rationalising its brand portfolio.<\/p>\n

Twenty-five years after changing its name from Tiger Oats to Tiger Brands, the company is now undergoing a refresh of its corporate brand to highlight this change.<\/p>\n

\u201cThe refresh reflects our commitment to contribute to a healthier, more resilient Southern Africa by bringing affordable, quality foods and essentials to everyone,\u201d it said.<\/p>\n

\u201cAt Tiger Brands, we hold a fundamental belief: that everyone should have access to good food and quality essentials.\u201d<\/p>\n

Management is attempting to increase its market share and realign its segments, particularly in the personal care category, as per its refresh.<\/p>\n

At the core of the overhaul is a shift in its positioning among consumers, with a focus on delivering value and becoming an integral part of everyday life for households.<\/p>\n

The group recognised that work still needs to be done to address the issues that many households continue to face.<\/p>\n

A look at the changes<\/b><\/p>\n

Above Image Source: Design Bridge and Partners. Headline Image Source: Reuters<\/p>\n

Design Bridge and Partners was hired to create the new corporate identity for Tiger Brands.<\/p>\n

\u201cTiger Brands is iconic, with a significant history,\u201d said Mathew Weiss, Managing Director, Design Bridge and Partners.\u201d<\/p>\n

\u201cIt was a privilege to work with the leadership team on the refresh, and we were careful to treat the brand with the respect it deserves.\u201d<\/p>\n

The new designs were informed by employee interviews and a review of the company\u2019s role in culture and the communities it serves.<\/p>\n

The company is focused on a new objective: to make good food and everyday essentials affordable and accessible to all.<\/p>\n

\u201cOur new brand is a powerful symbol of unity and progress and reflects the bold choices we have made,\u201d said Werna Oberholzer, Director Corporate Affairs and Sustainability, Tiger Brands.<\/p>\n

\u201cIt draws on the legacy of the Tiger that has been integral to our company story over the last century and reimagines it for the future.\u201d<\/p>\n

\u201cJust as our teams and partners unite, the geometric forms of our new logo fit tightly, reminding us that united, we are a collective force for good.\u201d<\/p>\n

The visual style of the redesign centres on being optimistic, including a \u201cvivid colour palette, bold typography, and authentic photography.\u201d<\/p>\n

Weiss noted that employees have shown delight with the rebrand in their feedback, stating that it captures what they are doing and why they are doing it.<\/p>\n

\u201cClarity of purpose can sometimes be lost as companies grow and become more complex,\u201d said Weiss.<\/p>\n

\u201cThe brand now supports the group\u2019s business goals and operating model, helping to focus and prioritise effort.\u201d<\/p>\n

The company has seen massive profit improvements, with the group\u2019s total earnings per share rising by 30% to 2,482 cents per share during the 2025 financial year.<\/p>\n

The group\u2019s total ordinary dividend payout reached R2.4 billion, while it also declared special dividends of R5.8 billion<\/p>\n

The group also returned an extra R1.5 billion to shareholders via a share buyback programme.<\/p>\n

Item20252024ChangeRevenue<\/b>R34.4 billionR33.5 billion+2.7%Group operating income<\/b>R3.8 billionR2.8 billion+35%EPS \u2013 Total operations<\/b>2 482 cps1 914 cps (restated)+30%EPS \u2013 Continuing operations<\/b>2 662 cps1 776 cps (restated)+50%HEPS \u2013 Total operations<\/b>2 056 cps1 782 cps (restated)+15%HEPS \u2013 Continuing operations<\/b>2 141 cps1 631 cps (restated)+31%Share buybacks<\/b>R1.5 billion\u2013\u2013Interim special dividend<\/b>1 216 cps (R1.8 bn)\u2013\u2013Dividend cover<\/b>1.25\u00d71.75\u00d7ReducedFinal ordinary dividend<\/b>1 229 cps684 cps+79.7%Final special dividend<\/b>2 710 cps (R4.0 bn)\u2013\u2013Total ordinary dividend (FY25)<\/b>1 644 cps (R2.4 bn)\u2013\u2013Total special dividend (FY25)<\/b>3 926 cps (R5.8 bn)\u2013\u2013Tiger Brands Latest Results<\/p>\n

For More News And Analysis About South-Africa<\/span> Follow Africa-Press<\/span><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Africa-Press – South-Africa. Tiger Brands has undergone a major rebranding effort, as the company seeks to refresh its corporate identity. Tiger Brands has products in many households across South Africa, but suffered immensely following failed forays into Africa and a deadly listeriosis outbreak in 2018. CEO Tjaart Kruger, appointed in November 2023, has refocused the […]<\/p>\n","protected":false},"author":84,"featured_media":94125,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,5],"tags":[275],"class_list":["post-94126","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-news","category-economy","tag-south-africa-2"],"yoast_head":"\nEnd of an Era for Iconic Brand in South Africa - South Africa<\/title>\n<meta name=\"description\" content=\"Tiger Brands has undergone a major rebranding effort, as the company seeks to refresh its corporate identity. 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